Thomas Johnson - Mapping Conversion Rate and Intent for High ROI content (1).pptx
1. Mapping Intent &
Conversion Rate to
Create High ROI Content
Mapping Intent &
Conversion Rate to
Create High ROI Content
25. The SEO Specialist at Tomscomputerparts.com
has done the following:
1. Performed rigorous Technical SEO audits.
2. Implemented technical fixes (reduced index
bloat, pagination issues).
3. Worked with Web and Graphics to create good
UX across all pages.
27. This SEO Specialist is confident they want to focus
resources on creating both written pieces and new
And the primary stakeholder in their business
would like them to pull together a strategy for Q1 in
28. This stakeholder would like to know the
business value of this strategy.
If the SEO Specialist gets buy-in, the team
might get more investment.
29. So, how do they get buy-in if their
boss doesn’t understand SEO?
30. They built a basic marketing funnel…
If they outrank their actual competitors
these 12 pages have potential to earn
clicks p/m and £36,720 p/m
62. #BrightonSEO @TomJohnsonSEO
WHY DO THIS?
PROVE VALUE OF CONTENT
VOLUME VS CONVERSION RATE
PREDICT HIGH ROI CONTENT
25,000 visitors p/m at 0.05% CVR = £7,187
1,000 visitors p/m at 2.4% CVR = £13,800
PRIORTISE HIGH ROI CONTENT
Hi, my name is Thomas Johnson and I’m the SEO Manager at webuyanycar, and I’m here to talk to you about how you can map intent and conversion nrate to create high ROI content.
As in in-house SEO, one of the biggest challenges I face is demonstrating the business value of SEO, whether that be technical work, content production or link building.
Today, we’re going to focus on content. And more specifically, how we prove the value of planned content and we can do better at getting buy-in fromkey stakeholders.
We’ll looking at metrics in Google Analytics to predict how future content might perform, so you’ll need to existing traffic data.
This talk should still be useful to you at some stage in your career.
No data? Perhaps early stages of a project meaning you’ll have more autonomy. You may have no stakeholders to answer to or easier time signing off plans, and therefore more autonomy to implement whatever you feel. Publish loads of content, and build links. Again, this talk should still be relevant to your if your project/website/career is a success!
So in order for us to predict future content performance, we need to understand our existing, and creating a keyword mapping document is a great way to do this. And keyword mapping for those who don’t know , simply put, it’s the process of mapping the pages on a website with their target keywords.
A keyword mapping document might look like this, with mapping the page URL with target keywords. Additionally, this keyword mapping document also contains title, h1 and meta description information.
Or, they can look something like this. Again with page URL, target keywords but also KD, search volume and CPC data, so it doesn’t just have to be organic information. The point being, these documents can contain anything that helps your achieve your objectives.
Another reason we create keyword mapping documents are to create strong foundations. Every good SEO campaign starts with excellent project management, and a keyword mapping document is the perfect starting point for understanding the architecture of a website. You don’t want cracks in your content strategy. Poor project management can lead to gaps in your content strategy and production in general.
These documents can also help us identify cannibalisation, so when we have two pages that target the same keywords.
Website structure - Group pages together to better understand where they sit in our structure and content silos.
Identifying content with no value - when pages don’t target keywords, we should consider their value and act accordingly.
Now another important thing that we need to understand is search intent. Most of your probably already know but search intent is the objective/goal of the user when searching online.
So as an example, this person would like a haircut, which is their objective, they then search the local transactional keyword “barbers near me” where you can expect a local map pack to appear with a list of barbers near them. Presumably he’ll choose click on one of these websites, get in touch and ultimately leading to his intent being met.
In terms of the types of intent, there are different categorisations of intent across the industry, for the sake of consistency we’ll looking at this intent funnel created by ahrefs. At the top of the funnel is informational, where the user is looking to learn something, conversion rate is generally lower. Further down the funnel is research or commercial, this could be where the user is investigation the best product/service for them, moderate conversion rate. Towards to bottom of the funnel is transactional, the user is ready to download/purchase/contact with a much higher conversion rate and at the bottom of the funnel is navigational the user is looking for a specific page/website.
Now, how we discover search intent?
Well Keyword research tools are one way to discover intent. You can search keywords through the likes of Semrush and Sistrix, and they will show the intent of each keyword. This is programmatic and it isn’t perfect, but still useful.
Just Google it, people don’t do this enough. Google have invested a lot of resource into this, use their platform. Act as the user, Google your target keywords and read the SERPs. They can tell you a lot about the intent.
Basic example, but you can see for the term “buy diary” a clear transactional query pulls up Google Shopping Ads.
Another simple example, but “Where is mcdonalds”, a local navigational keyword pulls up the local map pack.
And last one intuition. Using intuition is something we’re going to expand on, many of you will know your business very well, and have a strong understand of the target user. Or, as an experienced marketer have a good feel the search intent behind queries.
But, however you define intent make sure you’re consistent.
So now we’ve broadly covered intent and keyword mapping, I want to guide you through a step-by-step guide on how you can better understand performance of future content.
Before we start, I thought I’d mention a few important things this process doesn’t take into account…
This process isn’t fool-proof, and is only as good as the marketer doing it.
Pages, usually informational pieces, don’t always drive volume or conversions, but can increase the topical authority of a website. Demonstrating value of topical authority is a whole other talk!
Page experience does affect conversion rate, which is something we’ll be looking at. And something pages experience might wildly vary from page to page, category, written or buyer guides.
So today, we’re going to be talking about tomscomputerparts.com. They sell computers, laptops and parts, it’s an ecom, they have 1000s of SKUs, 40 category pages, 30 pages of written content supporting multiple silos, generates around 400k monthly organic visitors. And, they have around 5 staff in their marketing team, one of which is an SEO specialist. We’re going to put ourselves in the shoes of the SEO specialists shortly.
They quite established, they got traffic data. They already make business decisions from conversion rates, traffic and other metrics on the website.
The SEO Specialist at Tomscomputerparts.com has done the following:
Ran the website through rigorous Technical SEO audits.
Implemented technical fixes (reduced index bloat, pagination issues)
Worked with Web and Graphics to create good UX across all pages.
They created a KW mapping document
This SEO Specialist is confident they want to focus resource on creating both written pieces and new category pages. And the primary stakeholder in their business would like them to pull together a SMART strategy for Q1 in 2023.
This stakeholder would like to know the business value of this strategy. If the SEO Specialist gets buy-in, the team might get more investment.
So, how do they get buy-in if their boss doesn’t understand SEO?
They took a step-back and built a basic marketing funnel…
Informational intent is the user looking to learn more about computers in general.
Commercial intent is the user investigating which computer and/or parts is best for them.
Transactional, the user is ready to buy a computer/parts.
This is Tom’s Computer Parts marketing funnel. Now, this is a simplified example but you can have multiple funnels across the different silos and verticals of the business. But, for the sake of this guide, this is their marketing funnel.
They layering the intent from this marketing funnel in the KW mapping document.
And it went from this, which I showed you earlier.
Throughout this process, the SEO specialist built a stronger understanding of their target personas search intent.
But, they wanted to confirm they were correct, and they married up conversion rate with intent.
It’s important that conversion rate is brough into the fold AFTER intent has been mapped against the funnel. You could probably define your various intents by conversion rate, but for the sake of this topic we’re going with intuition.
They then averaged conversion rates across intent for the existing content.
And if their intuition was correct, it should conversion rate should correlate with intent.
And of course they do, because the SEO specialist understands which pages are transactional, commercial and informational based on their content and intent, but this has been confirmed by the conversion rate.
They upgraded their keyword mapping document with real traffic, conversion and revenue data. Everything here is actual data, but there is an AOV of £575.
How do we forecast future content?
This SEO Specialist built a stronger understanding of his marketing funnel and mapping existing pages intent.
Which gives them superpowers
So, now they can map the future content the same way they did with existing content.
So, they went back to the drawing board. And during content ideation the SEO specialist came up with 12 content ideas.
On the same document they added these 12 content ideas. They also added URL, content silo, keyword and type of content the exact same way they did with existing content. 5 new categories, 2 buyer guides and 5 supporting content ideas.
Also, you’ll see a glaring gap in this sheet, and we’re going fill out intent, conversion rate, traffic p/m, conversion and revenue p/m for content that doesn’t exist yet.
They now need to map intent, reminder of their content funnel.
They added intent from their funnel.
Used conversion rate averages from existing pages, shown earlier.
There are many ways to get traffic for a topic. For this example, we can get our traffic data from googling our lead keyword, finding our competitor for this topic. This is a graphics card model, and Nvidia are the technology company that developed this part, so we’re not going to outrank them for their own product.
Further down the SERP in 2nd and 3rd position is Amazon and Ebay, this SEO specialist from experience knows it’s unrealistic to outrank amazon and ebay at this stage, whether that’s because of product-base or authority. But, techpowerup.com are the highest ranking competitor in this niche and tomscomputerparts.com have outranked them for similar terms before. So, they copied this page URL to their clipboard…
And pasted this page into the SEO tool for search volume across the entire topic in the UK. you can use just one, or multiple tools and average the predictions.
Repeated this process for all pages.
Using a simple formula, they worked out number of conversions through conversion rate and monthly visitors.
Average order value multiplied by number of conversions
If they outrank their actual competitors these 12 pages have potential to earn tomscomputerparts.com 4,399 clicks p/m and £36,720 p/m
We do this the prove the value of content at face-value.
To predict high ROI content, it’s not just volume or conversion rate it’s both.
Prioritise high ROI content.
Deciding if going after volume will generate more revenue vs higher intent pieces.